Digging deeper: using implicit tests to define consumers' semantic network

Many physiological functions, such as the digestive function, are broad, complex scientific topics. Therefore, to build relevant, accessible claims about functional foods that relate to these functions, marketers need to understand what consumers know about them, in terms of the associated symptoms, diseases and health benefits.

Digging deeper: using implicit tests to define consumers’ semantic network

Pierrick Rivière

Danone Research

Caroline Cuny

Grenoble Ecole de Management

Gaël Allain

Cabinet Mémoire & Marketing

Carel Vereijken

Danone Research

Introduction

A persistent piece of conventional wisdom suggests that people’s choices are deliberate, and that if market researchers ask consumers why they have chosen a certain brand or prefer a certain package, they can draw conclusions that can then be translated into marketing actions. But this view overlooks the substantial unconscious aspects of decision-making processes (Bargh 2002; Köster 2003). In particular, information stored in consumers’ memory often is not consciously...

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